Orlando Stadium Renamed as a new era begins in Soweto

On Tuesday afternoon, it was announced that the home of the Bucaneers will now be known as the Orlando Amstel Arena. It is a smart move that reflects the commercial realities of the modern game, while staying in touch with the local community. The move marks a historic shift for the spiritual home of the ‘Sea Robbers’, a place that has proved difficult for visiting teams to get a point or win in the recent past.  For fans of Orlando Pirates, the stadium is more than just a patch of grass; but rather closer to monument status in Soweto.

The Deal

The renaming is the cornerstone of a five-year partnership between Orlando Pirates, Stadium Management South Africa (SMSA), and Heineken South Africa (via their Amstel brand). SMSA are the official “owners” of the stadium, while Pirates are the anchor tenant. While Amstel first linked up with the Buccaneers as a sponsor in August 2025, this deal significantly deepens the relationship. Overall, it shows how happy the Heiniken team have been with the last six months of partnering with the winners of the MTN8 and Carling Cups.

Key Details of the Partnership:

• Duration: Initial 5-year agreement
• Stakeholders: Orlando Pirates, SMSA, and Heineken SA
• Scope: Naming rights, visual rebranding, and facility upgrades

Why is this happening?

Across the world, the aligning of major stadiums with big brands has proved to be a game changer for football clubs. Barcelona’s Camp Nou is now known as the Spotify Camp Nou, while Atletico Madrid’s Estadio Vicente Calderon is known as the Wanda Metropolitano. In England, Arsenal and Manchester City play at the Emirates Stadium and Etihad Stadium respectively. In Germany, Bayern Munich now play at the Allianz Arena. Changing the name of historic venues is always a sensitive issue. For a place as historic as Orlando Stadium, which first opened its gates in 1959, this is no exception. Cleverly, the stadium has kept the “Orlando” bit on the name, keeping the geographical location on everyone’s lips. To many, it may always be ‘Orlando Stadium’, but, in the competitive landscape of continental football, these partnerships provide the financial fuel necessary for clubs to thrive.

The Amstel rebranding is expected to bring

• A bold new look throughout the concourses and seating areas.
• Infrastructure improvement (including upgrades to fan zones and hospitality suites)
• Community Engagement initiatives aimed at local Soweto sports development.

During the press conference, Pirates Chairman Dr. Irvin Khoza emphasized that the partnership is designed to enhance the ‘matchday experience’ for the Pirates faithful. It is supposed to provide a comprehensive ‘makeover’ of the stadium’s facilities and ensure that the 40,000-seater venue remains a world-class facility.

Bertie Grobbelaar, Chief Executive Officer at Stadium Management added that, “As Stadium Management South Africa, managing Orlando Stadium on behalf of the City of Johannesburg, we view this partnership as a progressive and collaborative model of how stadiums, clubs and sponsors can work together to unlock commercial opportunities, ensure sustainability, and deliver long-term impact for all stakeholders.”

What’s Next for the Buccaneers?

The timing couldn’t be better. As Orlando Pirates continue their hunt for a PSL title that has eluded them for over a decade, having a fortified home base provides both psychological and financial stability. The Orlando Amstel Arena is set to host its first official match under the new name later this week, and the question is – will the ‘new’ stadium retain that intimidating atmosphere?

5 – Orlando Pirates have won five consecutive home league games. The last time they went on a longer run was in the 2011/12 season, on their way to the title.